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How to Integrate Third-Party Analytics with Facebook Insights

Although Facebook Insights is an invaluable tool to measure the most important metrics for tracking your Business Page activity, sometimes you may want to have additional information — such as the keywords users entered to find your Page or the average amount of time people stay on your site — at your disposal.

Facebook made its Page Insights data available to third-party solutions through its Open API (application programing interface). A number of companies have already integrated this data into their existing services. Leading analytics companies, such as webtrends and IBM Digital Analytics, have begun to roll out new offerings with Facebook data alongside their existing website analytics. The following list includes several such companies:

  • webtrends: You can use this very detailed analytics package via self-installation or with the webtrends services team. This is a paid service, and you must contact webtrends for package pricing based on your needs.

  • Wildfire: Wildfire, a division of Google, combines page management, messaging, and analytics in one platform. Brands and agencies use Wildfire to engage with audiences on multiple social networks including Facebook, Google+, YouTube, LinkedIn, and Twitter.

  • IBM Digital Analytics: In addition to traditional website analytics, IBM’s solutions help you track your Facebook return on investment (ROI).

  • HootSuite: This social media management tool allows users to schedule posts to a variety of social media platforms (such as Facebook, Twitter, LinkedIn, and so on). This tool also includes a reporting module that allows you to select what Facebook Page Insights data you want to track. These reports are perfect for managers because they’re presented in a way that’s easy to understand.

  • Involver: Involver incorporates Facebook Page Insights analytics along with other social and web analytics, providing Page admins with a one-stop service for posting, monitoring, and measuring their Facebook activities.

Keep in mind that these companies won’t be able to give you more data about your Facebook Page than what you already access through Facebook Insights reports and the data export. What they will give you are different ways of presenting that data (graphs, charts, and so on.) and additional resources for analyzing the data (consulting, educational webinars, and so on).

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